WFA Forum: New York Media Forum Overview - 28th February 2023 – Marketing Effectiveness and First Party Data Strategies

On the Agenda:                                                      

In this session, Sameer Amin (Global Director of Data Driven Marketing & Media, Reckitt) shared what steps Reckitt have taken towards an aligned approach internally to measuring and improving marketing effectiveness, both in terms of the model(s) they use and the shared goals/KPIs they set. Sameer also shared how his media team works collaboratively with other functions in the marketing team to help embed a culture of marketing effectiveness.

Atin Kulkarni (Vice President, Global Media & Commercial Capabilities, PepsiCo) and Kristen Vaudry (Senior Manager, Global Owned Data Strategy, PepsiCo) also shared details on how their organisation has been nurturing first party relationships with its customers and, in turn, building substantial reserves of first-party data which is now being used for media targeting purposes.

You can download the overview, decks (of which we have permission to share) and agenda from the session below.